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Just a Thought - Confused Over Tiger & Tiger Direct? So Am I

by

- April 28th, 2005

Oh Gawd! Feel their pain!

Tiger Direct is suing Apple over its use of the name 'Tiger', which Apple has code-named its next OS X release (see TMO's full coverage for more information).

The suit alleges that Apple Computer engaged in trademark infringement and unfair trade practices in connection with its recent marketing campaign for the latest version of its "Mac OS X" operating system -- which Apple has named "Tiger."

As a result of the possible confusion between the products now being marketed by Apple under the "Tiger" brand, Tiger Direct has asked for a temporary restraining order and injunction against Apple Computer to stop further damage to Tiger Direct's well-known Tiger brand.

Let me see: Tiger Direct, OS X, Code name: Tiger..., uh-huh, yeah, I'm feeling it. I can see where there might be confusion.

See, Tiger Direct sells PCs, PC parts, and PC accessories; Apple will be selling an operating system that runs on a Mac, which has an official name of OS X version 10.4, but has been code named 'Tiger'. Feel your uncertainty rising?

Tiger Direct is based in Florida, Apple is based in California; these two states have often been confused since they both have coastlines and the letter 'A' in their names.

While it is true that Tiger Direct is not the name of an operating system, it is the name of a company the sells operating systems; not Apple operating systems, but it is easy to see how a layman computer buyer might be stupefied into not making a purchase from Tiger Direct because he is immobilized by the glaring similarity between Tiger Direct and OS X: Tiger. I know I would have to study the situation long and hard before considering a purchase from a company with the same name as Apple's new OS.

And if you are a Mac user considering a purchase from Tiger Direct, you must be pulling your hair out by now, wondering if you are buying OS X, or a Linksys switch. And how would you sign the check for your order? Do you make it out to OS X: Tiger Direct? Maybe Apple Tiger Direct OS X! Or is it 'Tiger Direct: Apple Direct: OS X: Tiger'. Maybe you split the difference and send a check to Florida and California.

Wait; aren't they the same state?

See? Makes you want to shoot yourself, huh?

You've just got to be feeling Tiger Direct's pain; all of that business it'll be losing because Apple didn't want to use 'Mongrel Kitty' as the code-name for its new OS.

Come to think of it, perhaps the tigers of the world should file a class action suit against Apple, Tiger Direct, Kellogs of Battle Creek Michigan, Missouri State University, Clemson University, the city of Detroit, Michigan (Those folks in Michigan are really asking for it!), and the folks who made my tiger print jockey shorts.

We can't be confusing a 500 pound Bengal with my B.V.Ds, now can we?

is a writer who currently lives in Orlando, FL. He's been a Mac fan since Atari Computers folded, but has worked with computers of nearly every type for 20 years.

You can send your comments directly to me, or you can also post your comments below.

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Observer Comments

Show: Subjects Only | Full Comments
Close Name:pourhadi Posts: 55 Joined: 15 Aug 2004
Subject: Great article

Loved it, and couldn't agree more.

View Name:Guest
Subject: Adorable
View Name:Guest
Subject:
View Name:Guest
Subject: Filing Time
View Name:Guest
Subject: I know what ya mean Vern!
View Name:Guest
Subject: May Day Belated
View Name:Guest
Subject: I needed that!
View Name:Guest
Subject: Totally confused, NOT!
View Name:Guest
Subject: Ah, crap...
Close Name:Halix Posts: 38 Joined: 03 Sep 2004
Subject: In whose interest is this?

Old police saying: To whom does the "crime" profit?
Does smell a bit like redmond trying to throw a stone in Apples way. Fortunately I don't think any judge would be stupid enough to stop Tiger. On the other hand MS has enough money to buy a judge...

Close Name:hkbaq Posts: 8 Joined: 29 Apr 2005
Subject: blow tiger.....

for once, i believe this has nothing to ms.....but indirectly it is......ms products are so shitty people don't want to buy them anymore.....becoming an apple reseller is out of the question...and apple has the buzz right now....so they are trying to profit from the ipod halo effect by sueing.....they suck....i saw their building in miami (just the outside) ....it's right next to a getto mall. it sucks. instead the miami apple stores are beautifulll like all, in comparison to that ugly warehouse.

NOTHING CAN STOP TIGER NOW!!!!!!!!!!!!!!!!(refering to the OS, ok!)

View Name:Guest
Subject:
View Name:Guest
Subject: Stop buying from Tiger... Direct!!!
Close Name:mloader Posts: 21 Joined: 03 Sep 2002
Subject:

Having this story here plays right into Tiger Directs plan.

View Name:Guest
Subject: Tiger Direct
Close Name:Ron Goodman Posts: 72 Joined: 05 Jul 2001
Subject:

A judge would be small potatoes for Microsoft--they bought the entire Justice Department a couple of years back.

View Name:Guest
Subject: User Support
View Name:Guest
Subject: William Blake's Estate
Close Name:Biff Posts: 1479 Joined: 08 Apr 2004
Subject:

Maybe Tiger Direct is pissed because too many people are buying Mac mini's now instead of those crappy mobo/cpu bundles.

View Name:Guest
Subject: Should be University of Missouri
View Name:Guest
Subject: Tiger confusion
View Name:Guest
Subject: WTF???
View Name:Guest
Subject: kinda like Spike TV
View Name:Guest
Subject: TIgerDirect: Just Another Publicity Leech
View Name:Guest
Subject: copy cat
View Name:Guest
Subject:
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